A Japanese Advertising Agency : An Anthropology of Media and Markets

ISBN-13: 9780700705030 / Angielski / Miękka / 1996 / 336 str.

Brian Moeran

Opis

This monograph is a formal account of the structure and organization of a large Japanese advertising agency. Based on a year's fieldwork in a Tokyo-based agency, the book presents a case study of an advertising campaign to outline the complex relations that exist between different divisions (account, planning, marketing, creative) within an advertising agency, and between the agency and the client, on the one hand, and the agency and media, on the other.

This is the only book of its kind - written by an anthropologist who spent twelve months doing fieldwork in a major Tokyo agency and who has spent the past 30 years studying and living in Japan.
By examining the production of advertising, this book turns other semiotics, media and cultural studies theories on their heads. By analysing the social structure of a modern media organization from the inside, it makes anthropology relevant and intellectually stimulating. By treating the Japanese as a more-or-less normal and rational people, it explodes the usual myths of exotic Japan and steps boldly into a global arena that embraces 'east' and 'west' in a new theory of values.

Spis treści

Introduction; 1: Account Services; 2: Presentations; 3: Marketing; 4: Creative; 5: Media Buying: Newspapers; 6: Magazines; 7: Television; Conclusion

O autorze

Brian Moeran